Business Insider: Adtech Company Captify Just Sold A Majority Stake In Its Business To A Private-equity Firm As It Vies To Become Advertisers’ ‘Search Intelligence’ Alternative To Google
SFW Capital, a US private-equity firm focused on data-centric businesses has entered an agreement to acquire a majority stake in adtech firm Captify, the pair said Wednesday.
Terms of the deal were not disclosed.
Founded in London, UK in 2011, Captify describes itself as a “search intelligence platform.” The company collects data from searches performed on publisher and e-commerce websites to offer insights to advertisers looking to target particular audiences who have shown interest in certain products or topics.
More-recently, Captify has expanded that offering into the fast-growing connected-TV space, allowing advertisers to use that search data to target users watching programming on over-the-top TV apps and other forms of video. This year it also launched a self-service platform, that allows advertisers and agencies to plan and buy digital-ad campaigns using its search data, without the need for human support.
Captify has raised $12.3 million in funding to date, confirmed a company spokesperson. Insider reported the company was on track to generate between $60 million and $80 million in revenue in 2020; the spokesperson said Captify was also profitable last year, though didn’t offer specifics. The company currently has around 280 employees.
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